St. Louis Cardinals ink deal with bet365 ahead of Missouri sports betting launch
As Missouri inches closer to the official launch of sports betting, the St. Louis Cardinals have announced a multi-year marketing partnership with bet365, making the company the team’s first official mobile sports betting partner.
Details of the partnership
The agreement grants bet365 exclusive advertising rights across various Cardinals media platforms, including the team’s radio broadcasts, the Cardinals Insider TV show, and cardinals.com. Additionally, bet365 branding will be visible on ballpark signage and incorporated into the sponsorship of the team’s starting lineups at Busch Stadium.
A notable component of the deal includes the renaming of the all-inclusive area in the right field, formerly known as the Powerade Bridge, which will now be branded as the bet365 Bridge. This seating section provides a premium fan experience, complete with complimentary food and beverages.
“We are thrilled to welcome bet365 as the club’s official mobile sports betting partner,” said Bill DeWitt III, President of the St. Louis Cardinals. “This partnership adds a new and exciting element to the fan experience, whether at Busch Stadium or anywhere our fans follow Cardinals baseball.”
Missouri’s sports betting landscape
Missouri voters narrowly approved the legalisation of sports betting through a constitutional amendment last November. The amendment permits in-person wagering at designated districts near major professional sports venues, including Busch Stadium, as well as at the state’s 13 existing casinos.
However, the Missouri Gaming Commission is still in the process of finalising regulations, delaying the official start date for sports betting. The amendment was heavily backed by industry leaders DraftKings and FanDuel, alongside financial contributions from Missouri’s six major professional sports teams, including the Cardinals.
Sports betting’s expansion in the MLB
With this partnership, the Cardinals join a growing list of Major League Baseball teams embracing sports betting. Within the National League Central division, both the Chicago Cubs and Cincinnati Reds have sportsbooks located within or adjacent to their respective stadiums.
Future implications
While the full integration of sports betting at Busch Stadium remains uncertain, Cardinals officials are actively exploring ways to incorporate betting lines into the in-game experience.
Katie Brandenberg, Cardinals’ Director of Fan Entertainment, noted that the team is evaluating legal and technical considerations regarding how odds and betting information could be displayed within the stadium.
“I grew up playing Moundball at games, so if we can get fans more engaged with the action in a responsible way, why not?” Brandenberg said.
Even before Missouri finalises its betting framework, fans in neighbouring Illinois and other states where bet365 operates can already place wagers via the company’s mobile platform.
